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Whenever a social media app bursts onto the scene, takes off in popularity or presents a unique opportunity for effective, targeted advertising, pharma brands are going to be interested.

Take, for example, TikTok’s skyrocketing ascent to the top of the digital food chain over the past five years or the emergence of Meta’s Threads and the Twitter lookalike/challenger Bluesky.

Medical marketers want nothing more than to position their clients on social platforms that will amplify their message and create engagement with targeted audiences while ensuring brand safety.

At a time of rampant medical misinformation and disinformation on social media, these brands also have an obligation to set the record straight by keeping patients and HCPs supplied with reliable, fact-checked information. 

Yet while navigating the ever-evolving playing field online, one platform continues to receive plaudits for providing medical marketers and pharma brands with reliable, effective offerings.

It’s not a new shiny object, it’s Reddit — the social media platform founded in 2005.

Dubbed the “social media dark horse,” Reddit has earned recognition for its growing importance in health and wellness advertising in recent years.

Compared to the more image-heavy, scrolling-based sites, Reddit’s long-form structure uniquely positions the platform for health and pharma marketing. While other platforms are driven by algorithms that boost posts and users based on engagement and popularity, Reddit takes a different approach.

Due to the lack of paid influencers and a focus on human connection, recommendations on the platform are authentic and driven by its longstanding upvote-downvote system. 

Additionally, Reddit currently features a highly-engaged user base of more than 700 anonymous health and wellness-focused communities, which are moderated by individuals with an interest in maintaining the space’s decorum and usefulness.

Jessica Calef, head of OTC and pharma partnerships at Reddit, credits these communities with fostering open and honest health discussions — reasons why she considers the platform “perfect for health.”

Healthcare represents one of Reddit’s fastest growing organic categories, with 48% year-over-year growth and users spending an average of 23 minutes daily exploring health topics.

“Health is completely endemic to Reddit, because Reddit is an anonymous platform,” she said. “Every user is anonymous and we’re organized by passion-driven communities, which creates a safe haven and a safe space for health topics and health conversations.”

A recent example of Reddit’s influence over online health conversations is the r/womenshealth subreddit. Over the last year, r/womenshealth has experienced a 90% growth in traffic.

The community was also the subject of a study published by Weber Shandwick Collective’s Women’s Health Center of Excellence in the spring.

The study found that discussions about women’s health on Reddit increased 37% between 2023 and 2024. Notably, nearly 80% percent of survey respondents considered Reddit a space where they can learn about their health without judgement.

That high level of patient engagement on a social media platform has attracted pharma brands in search of advertising opportunities.

Tips for marketers

When it comes to making the most of Reddit in a non-intrusive way, Calef has a few best practices to share with pharma brands. 

First, she advised them to engage by listening to community conversations and then provide valuable, data-driven information.

That can take place through freeform ads on the site, posting in relevant threads on community pages or participating in formats like the platform’s famous Ask Me Anything (AMA) sessions with experts.

Allergan Aesthetics participated in an AMA to discuss the coolsculpting fat-freezing phenomenon, while Kenvue’s Zyrtec hosted its own session to discuss allergy relief. For Allergan, a case study provided by Reddit indicated that the AMA increased brand sentiment by 55%.

Other pharma brands that have collaborated with Reddit for advertising opportunities including Ostuka/Lundbeck’s Rexulti, Dermavant’s Vtama as well as Takeda and Novo Nordisk.

Reddit even hosted its first healthcare summit earlier this month in response to the continued interest among health brands about marketing and advertising on the platform.

With an eye to the future, Calef added Reddit is investing in a health-specific product suite to ensure compliance and better serve pharma marketers, including tools for safety information and links to prescribing details.

This follows the site’s unveiling of two AI-powered tools at Cannes which are designed to help brands tap into the power of community conversations and real-time insights.

Going forward, Calef said Reddit is actively seeking feedback from pharma marketers to continue building out relevant solutions for them and their clients.

“We are continuing to build for health — we are putting a lot of eggs in this basket, because the health communities are only growing,” she said.